UGG Boots: Australian Generic Product to Global Luxury Brand
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Uggs were patronized by several celebrities, which helped in raising their popularity further. Though some experts had dismissed the success of the brand as a fad that would pass, the brand has experienced steady growth over the years with the introduction of new designs and the luxury/fashion element associated with it. The case also discusses some of the challenges Deckers could face in maintaining the popularity of Uggs.
» Study how Deckers made Ugg boots a global luxury brand.
Branding, Luxury brand, Marketing, Promotion, Distribution, Celebrity seeding, Gratis Product Placement, High-end fashion footwear, Ugg Australia, Deckers